The synergy of eye tracking and skin conductance: Reveal the real consumer experience

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The synergy of eye tracking and skin conductance: Reveal the real consumer experience

28/11/2017

Last October, Profacts celebrated its 10th anniversary at Docks Dome in Brussels, designed around the central theme ‘The future is now’ and we were privileged to welcome some outstanding keynote speakers.

The event was the ideal moment for us to demonstrate how the actual experience of 'visitors' can be measured in an objective way. So we looked for some volunteers among our guests to wear the specialized eye tracking glasses and wristband, and measured their experience throughout the event.

All eye movements were tracked to find the global focus of attention. However, by only using eye tracking, we miss out on the emotional impact of what we experience. Therefore, skin conductance was monitored simultaneously to measure arousal.

This method can be applied in any context, such as any type of event, retail environment, showroom, movie theatre… It allows us, literally, to look through the eyes of a visitor and to detect what elements, products, speakers -or their jokes- trigger emotional reactions.

In this short aftermovie, the most arousing moments during the talk of one of the speakers at our event are assembled. One can see what the person is looking at (blue circle) and how much arousal is evoked (bar).